So let me see if I got this right. Leonie Margaret Rutherford is claiming that our old perceptions of social media and the Internet (that which theorized the rise of ‘niche’ culture and the demise of traditional media modes and markets which catered to Blockbusters) is wrong....and that the Twilight franchise of books is evidence of this fact. Wow, what and interesting concept.
Some key notes... I found the notion of ‘knowing capitalism’ to be particularly intriguing. Who knew that the social media networks of YAs were being appropriated by global advertisers? I disagree however in the statement that teens are complicit in this process as I doubt that many YAs are actually aware of the presence or role of advertisers in this ‘phenomenon’ –I was particularly oblivious to this fact. The article itself states that the lines “between user-generated fan sociability and industry-generated social marketing are often blurred”. It is also interesting to understand that marketing techniques which attempt to be ‘organic’ and ‘uncommercial’ in their nature are often the most successful; this leads one to wonder why YAs would be more inclined to accept a review or recommendation of a book when it comes from one of their own peers (even when that person is likely a complete stranger)? One final note; I found it odd that the Twilight (and the social media ) phenomenon was explained only in the context of YAs. As I understood it, the Twilight franchise has broken many age barriers. Why wouldn't 'older' adults be included in this discussion, do they not also participate in social media, are they not also the target of marketers?
And for my final thoughts: “If I could marry a book ... it would be Twilight”. What a ridiculous statement, but it seems more than fitting for this article—an expression of how tremendous a cultural force the Twilight franchise has become for many YAs (likely even without the influence of social media).
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